Nooka: Designing Time Book

Last updated: 22 March 2026

What is the Nooka Designing Time book?

Designing Time: How NOOKA Changed The Way We Saw the Future is the definitive retrospective of Matthew Waldman's futurist design brand, NOOKA. Produced by Tokyo-based design lab SAN-Q LLC and originally funded through a successful Kickstarter campaign in late 2022, the book tells the story of a brand that reimagined how we interact with time through interface design, visual language, and product innovation.

NOOKA launched in the late 1990s when Waldman partnered with Seiko to create timepieces that replaced traditional clock hands with grids, bars, and abstract visual systems. Production under the NOOKA Inc. name began in 2004 with a debut at the MoMA design stores in New York and Tokyo. The brand went on to expand into accessories, sunglasses, belts, fragrance, and collaborations with the likes of FILA, Hello Kitty, and Fear of God.

All of that history, plus a wealth of material that never made it to production, is documented across this book's 200+ pages.

Key features of the Nooka Designing Time book

Introduction by Paola Antonelli

The book opens with an introduction by Paola Antonelli, Senior Curator of Architecture and Design at the Museum of Modern Art in New York City. Her involvement signals the cultural weight of the NOOKA project and anchors the book within serious design discourse.

200+ pages of original visual material

Across the full A4-format book, you'll find original sketches, renders, product photography, packaging concepts, and process images of unrealised projects. It's a deep archive of how the brand's visual language evolved over more than two decades.

Design philosophy and essays

Waldman's own writing runs throughout, covering semiotics, interface design, user experience, and the limitations of mainstream timekeeping. He positions NOOKA as more than a product line, framing it as an attempt to build a universal visual language that transcends cultural and geographical boundaries.

Printed in Japan on eco-friendly materials

The Nooka Designing Time book is printed in Japan using eco-friendly paper and ink, reflecting the brand's current focus on circular design and sustainability under its SAN-Q chapter. Waldman now teaches at Keio University's Graduate School of Media Design in Tokyo, where his work centres on biodesign and material science.

Hardcover second edition available

The first print run sold out following the 2022 Kickstarter. A second-edition hardcover was produced, and availability now depends on stock via the official NOOKA website. It's worth checking directly for the latest.

Who is this book for?

The Nooka Designing Time book is aimed at designers, UX practitioners, brand strategists, watch enthusiasts, and anyone interested in design that challenges convention. It works as a studio reference, a coffee table centrepiece, or a gift for the kind of person who cares more about ideas than trends. If you're shopping for a creative, it's also featured in our gift guide for designers.

We've also written a full Nooka Designing Time review with our honest take on what works, what doesn't, and whether it's worth the investment.

Where to buy

The book is available directly from NOOKA's official website. It's not currently listed on Amazon UK or Bookshop.org, so the link below is your best option. Availability and shipping to the UK may vary.

Frequently asked questions

How many pages is the Nooka Designing Time book?

Over 200 pages, printed in A4 format. It includes original sketches, renders, product photography, and process images of unrealised projects alongside Waldman's own essays and reflections.

Who wrote the introduction?

Paola Antonelli, Senior Curator of Architecture and Design at the Museum of Modern Art (MoMA) in New York City.

Is the Nooka Designing Time book still available?

The first print run sold out. A second-edition hardcover was produced, and current availability depends on stock via the official NOOKA website. It's worth checking directly.

Can I buy it in the UK?

The book is sold through NOOKA's website, which ships internationally. It's not currently listed on Amazon UK or Bookshop.org. Shipping costs and delivery times to the UK may vary.

Is this book just about watches?

No. While NOOKA's timepieces are central, the book also documents the brand's accessories, sunglasses, packaging, collaborations, and broader design philosophy. There's a strong emphasis on semiotics, branding, and interface design that goes well beyond horology.

Is it a good gift for designers?

Yes. It's one of the more original design monographs available, combining visual richness with philosophical depth. We've included it in our gift guide for designers for exactly that reason.

More from CoolCuration

• The Creative Act by Rick Rubin - Another book that treats creativity as philosophy. A strong companion read for anyone who enjoys Designing Time's big-picture thinking.
• Daylight Computer - A beautifully designed screen built for focused, distraction-free reading and working.
• theprintspace discount code - If this book inspires you to get your own design work printed, start here for savings on fine art and photography prints.
• Exhale Coffee review - Fuel your creative sessions with one of the best speciality coffee subscriptions we've tried.
• Anglepoise x Paul Smith Edition - Another design icon reimagined by a creative visionary. A perfect desk companion for design book readers.

This page contains affiliate links. If you make a purchase through a link on this page, CoolCuration may earn a small commission at no extra cost to you. All recommendations are editorially independent.

We are proud supporters of a safer more private internet via encouraging people to use Brave browser and are actively taking on Spammers as part of ProjectHoneypot. This site is hosted on servers that run on 100% renewable energy in the UK thanks to GreenWebHosting.

This site contains affiliate links, including to Amazon.com and Amazon.co.uk. We may earn a commission if you make a purchase or sign up for a service via these links, at no extra cost to you. All offers and promotions are accurate at the time of publication but are subject to change or withdrawal by the businesses featured. We cannot guarantee their continued availability. Read our full affiliate disclosure.

Reviews and opinions on CoolCuration reflect the personal experience of our writers at the time of publication. They are not professional endorsements and your experience may differ. Scores use our Cool Factor rating system and are given independently of any commercial relationship.

All content on CoolCuration is provided for informational and entertainment purposes only. It does not constitute financial advice, investment recommendations or an endorsement of any product or service. We are not authorised by the Financial Conduct Authority and do not offer personalised financial guidance. You should always do your own research or consult a qualified financial advisor before making any financial decisions.